市场营销第八章(英文)

Copyright©2011byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinIdentifythereasonforconductingmarketingresearch.LO1Describethefive-stepmarketingresearchapproachthatleadstomarketingactions.Explainhowmarketingusessecondaryandprimarydata.LO3LO2LEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER8,YOUSHOULDBEABLETO:8-2Discusstheusesofobservations,questionnaires,panels,experiments,andnewerdatacollectionmethods.Explainhowinformationtechnologyanddataminingleadtomarketingactions.LO4LO5LEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER8,YOUSHOULDBEABLETO:Describethreeapproachestodevelopingacompany’ssalesforecast.LO68-3TESTSCREENINGS:HOWLISTENINGTOCONSUMERSREDUCESMOVIERISKS8-4What’sinaMovieName?TheRisksofToday’s(andTomorrow’s)BlockbusterMovies•ConductTestScreenings•UseTrackingStudiesTESTSCREENINGSANDTRACKINGSTUDIES:HOWLISTENINGTOCONSUMERSREDUCESMOVIERISKS•CostofProducingandMarketingaMovie8-5FIGURE8-AMarketingresearchquestionsaskedintestscreeningsofmoviesthatleadtospecificactions8-6TheChallengesinDoingGoodMarketingResearchFive-StepMarketingResearchApproachTHEROLEOFMARKETINGRESEARCHLO1/LO2WhatisMarketingResearch?•Decision•DecisionMaking8-7FIGURE8-1Five-stepmarketingresearchapproachleadingtomarketingactions8-8STEP1:DEFINETHEPROBLEMSETTHERESEARCHOBJECTIVESLO2BeSpecific,Measurable,andAchievableHaveaClearResearchPurposeMustLeadtoMarketingActions8-9STEP1:DEFINETHEPROBLEMIDENTIFYPOSSIBLEMARKETINGACTIONSLO2MeasuresofSuccessPossibleMarketingActionsMeasureofSuccess:Playtime•ChildrenSpentMoreTimePlayingwithOldDesign•ChildrenSpentMoreTimePlayingwithNewDesign•ContinuewithOldDesign;Don’tIntroduceNewDesign•IntroduceNewDesign;DropOldDesign•DoestheResearchLeadtoDifferentOutcomesthatLeadtoDifferentMarketingActions?8-10STEP2:DEVELOPTHERESEARCHPLANLO2SpecifyConstraintsIdentifyDataNeededforMarketingActions8-11STEP2:DEVELOPTHERESEARCHPLANDETERMINEHOWTOCOLLECTDATALO2ConceptsMethods•New-ProductConcept•Sampling•StatisticalInference8-12STEP3:COLLECTRELEVANTINFORMATION/DATALO3DataSecondaryDataPrimaryData8-13FIGURE8-2Typesofmarketinginformation8-14STEP3:COLLECTRELEVANTINFO/DATASECONDARYDATALO3Internal•SalesReports•CustomerInquiries/Complaints8-15STEP3:COLLECTRELEVANTINFO/DATASECONDARYDATALO3External•CensusBureau2010CensusAmericanCommunitySurvey•SyndicatedPanelData2007EconomicCensus8-16STEP3:COLLECTRELEVANTINFO/DATASECONDARYDATALO3External•ScannerData•TradeAssociations•BusinessPeriodicals8-17MARKETINGMATTERSOnlineDatabasesandInternetResourcesUsefultoMarketersLO3Statistical&FinancialDataPortals&SearchEnginesWallStreetJournalCNBCInvestorsBusinessDailyFoxBusinessNewsGoogleUSA.govSTAT-USACensusBureau8-18STEP3:COLLECTRELEVANTINFO/DATA+/–OFSECONDARYDATALO3Advantages•TimeSavings•Inexpensive•OutofDate•Definitions/CategoriesNotRightDisadvantages•NotSpecificEnough8-19STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—WATCHINGPEOPLELO4MechanicalMethods•ObservationalDataNielsen’sA2/M2Nielsen’sTVRatings8-20FIGURE8-3NielsenTelevisionIndexRankingReportfornetworkprimetimehouseholds:WeekofMay17-23,20108-21STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—WATCHINGPEOPLELO4PersonalMethods•MysteryShopper•Videorecording•EthnographicResearch8-22MARKETINGMATTERSBuy•ology:How“Neuromarketing”isTryingtoUnderstandConsumersLO4NeuromarketingMethods•Whatisit?•WhyisitImportant?8-23STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—ASKINGPEOPLELO4QuestionnaireData•IndividualInterviewsIdeaGenerationMethods•DepthInterviews8-24STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—ASKINGPEOPLELO4•FocusGroupsIdeaGenerationMethods•“FuzzyFrontEnd”8-25STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—ASKINGPEOPLELO4•IndividualInterviewSurveys•Mail/FaxSurveys•TelephoneSurveysIdeaEvaluationMethods•Online(E-Mail/Internet)Surveys•MallInterceptInterviewSurveys8-26FIGURE8-BComparisonoftypesofsurveys8-27STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—QUESTIONFORMATSLO4Open-EndedQuestionsClosed-EndorFixedAlternativeQuestionsDichotomousQuestionsSemanticDifferentialQuestionsLikertScaleQuestions8-28FIGURE8-4ADifferenttypesofquestionsinasampleWendy’ssurvey(Q1-Q5)8-29FIGURE8-4A(Q1)SampleWendy’ssurvey:Open-endedquestion8-30FIGURE8-4A(Q2)SampleWendy’ssurvey:Dichotomousquestion8-31FIGURE8-4A(Q3)SampleWendy’ssurvey:Multiplechoicequestion8-32FIGURE8-4A(Q4)SampleWendy’ssurvey:Attitudinalquestion8-33FIGURE8-4A(Q5)SampleWendy’ssurvey:Semanticdifferentialscalequestion8-34FIGURE8-4BDifferenttypesofquestionsinasampleWendy’ssurvey(Q6-Q9)8-35FIGURE8-4B(Q6)SampleWendy’ssurvey:Likertscalequestion8-36FIGURE8-4B(Q7)SampleWendy’ssurvey:Mediabehaviorquestion8-37FIGURE8-4B(Q8)SampleWendy’ssurvey:Usagebehaviorquestion8-38FIGURE8-4B(Q9)SampleWendy’ssurvey:Demographicquestions8-39FIGURE8-CTypicalproblemswhenwordingquestions8-40STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—OTHERSOURCESLO4SocialNetworksPanels8-41STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—OTHERSOURCESLO4Experiments•IndependentVariable:TheCause•DependentVariable:TheResult•TestMarkets8-42STEP3:COLLECTRELEVANTINFO/DATAPRIMARYDATA—OTHERSOURCESLO4InformationTechnology•Sensitivity